Fair for You
Fair for You Enterprise CIC is a UK not-for-profit Community Interest Company providing small-ticket credit and prepaid Mastercard loans (up to £600) to financially vulnerable consumers, using Open Banking for affordability assessment and distributing via partners including Argos, Currys, and Iceland.
- Company typePrivate
- Founded2015
- HeadquartersCoventry, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Fair for You does
Fair for You Enterprise CIC is a UK not-for-profit Community Interest Company, wholly owned by the Fair Credit Charity, that provides small-ticket credit and prepaid Mastercard loans to financially vulnerable UK consumers who are typically declined by or charged punitive rates (69-99% APR) by mainstream lenders. Its three core products are the Core Loan (up to £600 for household items purchased through its own online marketplace, repayable over 12-52 weeks), the Shopping Card Loan (£50-£350 delivered via a Fair for You Prepaid Mastercard issued by Prepaid Financial Services Limited, usable at partner retailers), and the Food Club Card (£25-£75 at 0% APR for grocery purchases at Iceland). All products are priced at a standard 51% per annum interest (64.8% representative APR) with flexible weekly, fortnightly, four-weekly, or monthly repayment schedules, no early-repayment penalties, and instant online decisions supported by Open Banking-based affordability assessment rather than traditional credit scoring alone.
The underlying technology is a digital lending platform integrating Open Banking APIs for thin-file underwriting, a digital loan calculator and self-service customer portal, and the Fair for You Prepaid Mastercard program (Chip & PIN and contactless) operating under FCA authorization (FRN: 719715). Distribution combines a direct-to-consumer website with a reciprocal retail network spanning Argos, Currys, Iceland, Dunelm, Tapi, Euronics, Lloyds Pharmacy, Pharmacy2U, Habitat, Trutex, and The Charity Shop Gift Card, plus direct brand sourcing via Dorset Home Stores for Whirlpool, Hotpoint, and Indesit.
The revenue model is two-stream: interest income on standard loans (51% per annum / 64.8% APR) plus fixed retailer commissions paid directly by partner retailers (not loaded into product prices or repayments). The Food Club operates at 0% APR, suggesting cross-subsidy by the broader loan book, retailer commission, or social-investment capital. The company is funded by a syndicate of more than a dozen social investors (Social Investment Scotland, Fair4All Finance, Barrow Cadbury Trust, Joseph Rowntree Foundation, Esmee Fairbairn Foundation, Big Issue Invest, Carnegie UK, Centrica Ignite, and others), and customer retention is supported by the Good Payers Club loyalty program and seasonal Repay & Reward promotions.
Fair for You firmographics
Firmographics- Name
- Fair for You
- Legal name
- Fair for You Enterprise CIC
- Website
- https://fairforyou.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fair for You Enterprise CIC is a UK not-for-profit Community Interest Company providing small-ticket credit and prepaid Mastercard loans (up to £600) to financially vulnerable consumers, using Open Banking for affordability assessment and distributing via partners including Argos, Currys, and Iceland.
- Ownership category
- akta.pro rank
Fair for You industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Sales Financing (522220)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest) (FSAKAFAF)
- akta.pro secondary industry
- Open-Loop Prepaid Cards (Network-Branded) (FSAMANAA)
Keywords
Where Fair for You is headquartered
LocationHeadquarters
- HQ city
- Coventry
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fair for You business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Loan Interest: Fair for You earns interest on loans at 51% per annum (64.8% APR) for standard loans. Customers repay over 12-52 weeks with flexible payment schedules. The shorter the loan period, the less interest paid overall.
- Retailer Commission: Fair for You receives a fixed commission from retail partners to help cover operational costs. This commission is paid directly by the retailer and is not added to the cost of the loan, repayments, or product prices. Commission rates vary by retailer.
- Food Club (0% APR): The Food Club offers 0% APR loans for grocery purchases at Iceland, with top-ups available during school holidays up to £100 outstanding limit at any time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Shopping Card Loan: £50-£350 credit limit |
| Subscription | Pay-as-you-go | Core Loan (Household Item Loan): Up to £600 |
| Subscription | Pay-as-you-go | Food Club: £25-£75 initial, 0% APR |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Fair for You product offering
Product offeringCore offering
Fair for You is a UK not-for-profit Community Interest Company that provides affordable credit to financially vulnerable individuals and families. It offers three core loan products: a Core Loan (up to £600) for household items purchased directly through the Fair for You website, a Shopping Card Loan (£50–£350) delivered via a Fair for You Prepaid Mastercard for use at approved retailers, and a Food Club Card (£25–£75 at 0% APR) for grocery purchases at Iceland. All products feature flexible repayment schedules over 12–52 weeks with no early repayment penalties.
Product overview
Fair for You is a not-for-profit lender and Community Interest Company offering flexible credit products to financially vulnerable people and families in the UK. The company operates three core loan products: (1) the Core Loan (Household Item Loan) for purchasing household items up to £600 directly through the platform with 12-52 week repayment terms; (2) the Shopping Card Loan (£50-£350) providing a prepaid Mastercard for shopping at partner retailers including Argos, Currys, Iceland, Euronics, and others with flexible repayment options; and (3) the Food Club Card (£25-£75 at 0% APR) specifically for grocery purchases at Iceland. Additional services include a loan calculator tool for affordability assessment, the Good Payers Club loyalty program offering exclusive product access, and the Repay & Reward promotional program. All products feature flexible repayment schedules (weekly, fortnightly, four-weekly, or monthly) with no early repayment penalties. The company is wholly owned by the Fair Credit Charity and is FCA authorized.
Differentiator
Problem solved
Functional benefit
Brands
- Shopping Card Loan: A prepaid Mastercard loan allowing customers to shop at approved retailers including Argos, Currys, Iceland and more.
- Food Club Card
- Good Payers Club
Products and services
- Core Loan (Household Item Loan) An affordable loan product allowing customers to borrow up to £600 to purchase household essentials such as appliances, furniture, and electronics directly from the Fair for You approved retailer marketplace. Repayment terms range from 12 to 52 weeks with weekly, fortnightly, four-weekly, or monthly payment options.
- Shopping Card Loan
- Food Club Card A prepaid Mastercard-based loan product for purchasing groceries at Iceland and The Food Warehouse, both in-store and online. Customers can borrow £25–£75 with 0% APR interest and repayments of £10.00 per week. Top-ups available up to 6 times per year during school holidays, with a £100 outstanding limit.
- Good Payers Club A loyalty program rewarding customers who maintain good repayment standing with exclusive access to a wider range of products including technology, gaming, and refurbished iPhones. Eligibility requires being up to date with payments and either being with Fair for You for more than six months or having paid off the first loan.
Quantifiable outcome
- 64.8% APR representative example vs. 69-99% APR at other retailers
- +1 more outcomes
Companies that use Fair for You
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles1 record
Fair for You technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fair for You partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, secondary and minor.
- Prepaid Financial Services LimitedcorePrepaid Financial Services Limited issues the Fair for You Prepaid Mastercard pursuant to a license by Mastercard. They are authorized and regulated by the Financial Conduct Authority under the Electronic Money Regulations 2011 (FRN: 900036) for issuance of electronic money and provision of payment services.
- ArgoscoreArgos is a major UK retailer where Fair for You Shopping Card customers can shop both online and in-store using their prepaid card loan.
- CurryscoreUK electronics retailer where Shopping Card customers can purchase appliances and electronics using their Fair for You loan.
- IcelandcoreGrocery retailer where Food Club and Shopping Card customers can purchase food and household items using their Fair for You prepaid card.
- Whirlpool/Hotpoint/IndesitcoreWhirlpool brands including Hotpoint and Indesit are featured on the Fair for You platform as quality home appliance suppliers, with products available through the Core Loan marketplace.
- Dorset Home StorescoreDorset Home Stores supplies appliances and furniture directly through the Fair for You website, offering brands like Whirlpool, Hotpoint, Indesit, Samsung, and more.
- EuronicssecondaryUK electrical retailer available to Shopping Card customers for online purchases.
- Lloyds PharmacysecondaryPharmacy retailer where Shopping Card customers can use their loan for health and wellness purchases.
- DunelmsecondaryHome furnishings retailer available to Shopping Card customers for beds, furniture, and home décor.
- Tapi Carpets & FloorssecondaryFlooring retailer available to Shopping Card customers for home improvement purchases.
- HabitatsecondaryHome furnishings retailer available to Shopping Card customers.
- Pharmacy2UsecondaryOnline pharmacy available to Shopping Card customers for health-related purchases.
- MoneyHelper (Government Money & Pensions Service)minorFair for You refers customers to MoneyHelper, the government's official money guidance service, for free budget planning, bill prioritization, and banking information.
- Turn2UsminorCharity partner providing free benefits calculator and grants search tool to help Fair for You customers identify unclaimed benefits and grants.
- StepChangeminorDebt charity partner providing free debt advice and information about Breathing Space government scheme.
- Citizens AdviceminorNational charity providing free debt advice through local branches across the UK, referenced for food bank access and general debt support.
- Fuel Bank FoundationminorCharity partner providing energy support tips for customers with pre-payment meters struggling with energy bills.
- Good Things Foundation (National Databank)minorCharity partner providing free mobile SIM cards ('food bank for data') to help financially struggling customers stay connected.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Fair for You competitors and assessment
Company assessmentBroad incumbents
- Klarna: Global BNPL incumbent offering point-of-sale installment credit at major retailers. Comparable as a POS retail credit provider, but serves a broader / mainstream customer base rather than Fair for You's financially vulnerable niche.
- Clearpay: BNPL provider offering 0% short-term installments at UK retailers. Competes for POS retail financing demand but lacks Fair for You's responsible-lender / subprime focus and charity-backed ownership.
Direct peers
- Oakam: UK digital consumer lender using alternative data to serve thin-file / financially excluded borrowers with small installment loans. Closest UK analogue to Fair for You in mission, customer segment, and small-ticket installment product.
- Provident Financial: Long-standing UK provider of personal credit and home-collected credit to non-standard consumers. Comparable in serving financially vulnerable UK households with installment lending products.
- Moneybarn: UK non-prime vehicle finance provider offering credit to consumers declined by mainstream lenders. Comparable as a UK non-depository lender serving under-served consumers with point-of-sale-style financing.
- H&T (formerly Non-Standard Finance group related entities): UK pawnbroking and short-term / non-standard consumer credit provider serving financially underserved customers. Comparable in mission and customer base, though with a different physical-channel mix.
- Salary Finance: UK employer-linked responsible lender offering salary-deducted loans and savings to employees of partner companies. Shares Fair for You's mission-oriented, lower-cost credit positioning for financially stretched consumers.
- Satsuma Loans: UK online installment lender targeting borrowers who have been declined by mainstream banks. Comparable customer segment and digital small-ticket installment model to Fair for You.
- 118 118 Money: UK consumer lender offering guarantor and personal loans to non-standard borrowers. Comparable in target segment (subprime / thin-file UK consumers) and installment loan product.
Emerging players
- Zilch: UK-based BNPL / consumer credit provider operating at point of sale with a regulated credit license. Comparable as a UK digital POS credit provider, though targeting mainstream rather than financially excluded customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Fair for You social profiles
Digital presenceFair for You financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fair for You leadership team
Management profileNumber of profiles
Profiles1 record
Fair for You funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fair for You M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fair for You
What does Fair for You do?
Fair for You is a UK not-for-profit Community Interest Company that provides affordable credit to financially vulnerable individuals and families. It offers three core loan products: a Core Loan (up to £600) for household items purchased directly through the Fair for You website, a Shopping Card Loan (£50–£350) delivered via a Fair for You Prepaid Mastercard for use at approved retailers, and a Food Club Card (£25–£75 at 0% APR) for grocery purchases at Iceland. All products feature flexible repayment schedules over 12–52 weeks with no early repayment penalties.
Is Fair for You a public or private company?
Fair for You is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Fair for You founded?
Fair for You was founded in 2015. It employs 11 to 50 people.
Where is Fair for You based?
Fair for You is headquartered in Coventry, United Kingdom, in the Europe region.
How does Fair for You make money?
Three revenue lines are on record. Loan Interest is the primary driver. The others are retailer Commission and food Club (0% APR).
Who are Fair for You's main competitors?
Broad incumbents on record are Klarna and Clearpay. Direct peers are Oakam, Provident Financial, Moneybarn, H&T (formerly Non-Standard Finance group related entities), Salary Finance, Satsuma Loans and 118 118 Money. Zilch is listed as an emerging player.
Does Fair for You have an API?
No public API is recorded for Fair for You.
What industry is Fair for You in?
Fair for You's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAFAF, Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest), with a secondary code of FSAMANAA, Open-Loop Prepaid Cards (Network-Branded). Its NAICS code is 522220 and its SIC code is 6141.